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830 Sign Exclusive S/S12 Film

The Italian brand's latest campaign clip, directed by Luca Finotti, premieres exlcusivley on Dazed Digital

To unveil their second ready-to-wear collection, Italian lifestyle brand 830 Sign enlisted Italian-born, NY-based film director Luca Finotti (who has already worked with Armani, Anna Dello Russo, Lady Gaga and Dazed) to create the beautiful film clip premiered on Dazed today. The film was created as a celebration of the brand's sleek aesthetic and shot simultaneous with a print campaign by photographer Alvaro Beamud Cortes, and featuring models Gordon Bothe and Agne Petkute.

Soft tailoring is the main tool used to build the architectural and clean lines and streamlined sportswear is combined with a contemporary, understated take on classic pieces

The S/S12 campaign captures the movement and shape of the intricate, texturized premium Italian and Japanese fabrics used throughout the collection. Soft tailoring is the main tool used to build the architectural and clean lines infused with modern shades of grey, white, lime, bordeaux and petrol. Streamlined sportswear is combined with a contemporary, understated take on classic pieces.

The film was created as a celebration of the brand's sleek aesthetic and featuring models Gordon Bothe and Agne Petkute

Inspired by a series of images focused on a plaster background with a grey, muffled atmosphere and bright colour highlights, the silhouette sets the main tone before diving into a 20s aesthetic for women and a more functional approach for men with hi tech-orientated details.